Collateral damage: un-intended brand-association effects of American in-language Hispanic advertising on the non-Spanish speaking consumer

in-language;inlanguage;Advertising;brand;brand image;group categorization;brand associations;ethnic advertising;ethnic targetting;in-group;ingroup;out-group;outgroup;country;multi-cultural;Spanish;Latino;Hispanic;television advertisements;Group Theory;categorization;language;language prevalence;bi-lingual

Carmona Cortes, Enrique ; Duff ; Brittany

关键词: in-language;    inlanguage;    Advertising;    brand;    brand image;    group categorization;    brand associations;    ethnic advertising;    ethnic targetting;    in-group;    ingroup;    out-group;    outgroup;    country;    multi-cultural;    Spanish;    Latino;    Hispanic;    television advertisements;    Group Theory;    categorization;    language;    language prevalence;    bi-lingual;   

Others  :  https://www.ideals.illinois.edu/bitstream/handle/2142/44182/Enrique_Carmona%20Cortes.pdf?sequence=1&isAllowed=y

美国|英语

来源: The Illinois Digital Environment for Access to Learning and Scholarship

【 摘 要 】

This thesis explores language as an ethnic ad-targeting cue in the context of groupcategorization. A sample of non-Spanish speaking Americans was exposed to TV advertisementsfor known American brands. Conditions manipulated ad language (English or Spanish) and theprevalence of language in the ad (High or low prevalence). Results showed that when presentedwith an ad in Spanish, non-Spanish speaking Americans associated the advertised brand lesswith the US. Contrary to industry assumptions, this finding supports the notion that whenbrands increase their likelihood of association to a particular kind of specific consumer group(such as the case of Ethnic advertising), they might be doing so at the cost of partialdisassociation to a different kind of consumer. The present study offers important implicationsto professionals attempting to advertise mainstream brands to ethnic groups and in particular,to professionals advertising American brands to Hispanic consumers.